Hybrid Owners Most Brand Loyal

Washington DC August 11, 2008; The AIADA newsletter reported that Hybrid car owners are some of the most loyal in the U.S. market, with nearly half purchasing a vehicle of the same make when they buy another car, according to a study released Monday by an automotive data company.

Forty-seven percent of hybrid buyers buy a vehicle of the same make, compared with 35 percent of buyers overall, according to Experian Automotive. Eighteen percent of hybrid car buyers even buy the same model, compared with 12 percent overall.

Scott Waldron, president of Experian Automotive, tells MSNBC the results show hybrid manufacturers have a clear advantage in attracting and maintaining customers. That's critical, since overall loyalty to car companies has been steadily slipping over the last decade.

One percentage point in loyalty can transfer to thousands of sales, he said. Toyota Prius owners were the most loyal to the vehicle model among hybrid buyers, with 25 percent returning to buy another Prius. Toyota Motor Corp.'s hybrid owners also were the most loyal when it came to staying with the Toyota make. Fifty-one percent chose another Toyota, compared with the Toyota make's overall loyalty rate of 44 percent.